Lawrence S. Grodeska Internet Communications Coordinator Online Outreach: Do It CHEAP, EASY & EFFECTIVE
Nov 28, 2014
Lawrence S. GrodeskaInternet Communications Coordinator
Online Outreach:Do It CHEAP,
EASY & EFFECTIVE
Lawrence S. GrodeskaInternet Communications Coordinator
Your Content…
Everywhere!
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
IntroductionMailing List & eNewsletterSocial Media BIG 4
FaceBook TwitterYouTube
Flickr
Social Media StrategyWeb AnalyticsSF Environment EcoFinder
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Online Outreach Goals
Reinforce (or introduce) SFE brand Promote programs Help OTHERS promote programs Understand audience (listen!) Drive traffic Collect content Evaluate success (listen!)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Barriers to Entry
Lack of budget/resources Lack of strategy Siloed organization Lack of understanding *Lack of senior management buy-in *IT blockages Finding staff
[ http://sharemarketing.wordpress.com/2009/07/16/whats-your-barrier-to-action ]
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
How To Start
Just START! Survey of audience
Informal; research; web analytics One thing at a time Standardize brand: look, feel, tone
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Mailing List & eNewsletter
Most important resource Send consistent, useful, targeted info Keep it simple & USE PICTURES!!!
Email marketing services: affordable customizable better deliverability reporting!
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Social Media: General Tips
• Use same profile name • not too long; avoid acronyms
• Integrate• online assets; work flow; etc.
• Takes time to build audience• Find allies externally AND internally• Be sensitive to politics• Call to action appropriate for medium
• also, location: home, office, transit• Be authentic & passionate; have fun
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Social Media: BIG 4
Facebook events, interaction, building community post: pictures, video, events, interesting news
Twitter news/press, interaction, events post: news, resource links, events
YouTube sharing & embedding content, SEO post: videos, TV/radio ads
Flickr sharing content, SEO post: pictures (of people)
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Social Media Strategy
Take “mile-high” view of organization Content is King, but hard to gather Plot out your content and channels It takes a village:
Identify your social media mavensAssign rolesCheck-in regularly
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Web Analytics (Google)
Where traffic is coming & going top pages search keywords referring sites
Installing is easy & free If you haven't already, do it today! Interpreting data takes some time Tagging & segmenting is next step
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
SF Environment EcoFinder
Database of local recycling services: Web-based search tool iPhone App “Open” data feed = Government 2.0
Earth911.com EcoFinder iPhone App Everywhere???
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
The Vision
Regional collaboration Improve existing application Standardize UI for users in Bay Area Maximize reach of data Open Source for other governments
San Jose BCWM Communications
Meeting9/9/2010
Online Outreach:Do It
CHEAP, EASY & EFFECTIVE
Contact
Connect with SF Environment :SFEnvironment.orgSFEnvironment.org/facebookSFEnvironment.org/twitterSFEnvironment.org/youtubeSFEnvironment.org/flickr
@lsgrodeska